Peep Beauty raises ₹12 crore pre-seed round; Triptii Dimri joins as investor and co-creator

D2C eye-beauty brand Peep Beauty has raised ₹12 crore in a pre-seed round led by Sadev Ventures. Actor Triptii Dimri has joined as an investor and co-creator as the brand targets marketplace and quick-commerce expansion, a wider eye-makeup range and 15–20 coloured contact-lens shades.

— Source publishedFri, 11 Sept, 2026, 16:52 IST·First seen Fri, 11 Sept, 2026, 17:33 IST·Source Inc42

What happened

Indian D2C eye-beauty startup Peep Beauty raised ₹12 crore pre-seed funding led by Sadev Ventures, with actor Triptii Dimri joining as investor and co-creator.

Key facts

  • ₹12 Cr ($1.2 Mn) pre-seed round
  • five coloured contact-lens shades
  • ₹399 per pair
  • six liquid eyeshadows
  • ₹799 matte eyeshadows
  • ₹849 metallic eyeshadows
  • 15-20 contact-lens shades planned

Why this matters

Strategic buyers should monitor Peep Beauty as a potential emerging eye-beauty platform, with its celebrity co-creator, contact-lens category focus and omnichannel expansion creating partnership or acquisition relevance.

What to watch

  • Timing and breadth of marketplace and quick-commerce launches.
  • Whether Triptii Dimri appears in product creation, launch campaigns and sustained brand content rather than a one-time endorsement.
  • Repeat-purchase indicators, ratings, return rates and customer complaints for coloured contact lenses.
  • Evidence of price discounting or elevated customer-acquisition spending on marketplaces.
  • New product launches beyond lenses, including mascara, eyeliner, kajal, lashes or eye palettes.
  • Distribution expansion into offline beauty retail or optical channels, which could improve trust for lens purchases.
  • Launch a celebrity-fronted content and product-development campaign centered on a small set of hero eye-makeup and coloured-lens SKUs.
  • Prioritize marketplace listings and selective quick-commerce partnerships in major metros before broad national expansion.
  • Build clinical-quality, safety and compliance messaging around coloured contact lenses to reduce purchase hesitation and returns.
  • Use D2C bundles, replenishment reminders and loyalty offers to capture customer data and improve repeat rates after marketplace-led acquisition.
  • Expand the lens shade portfolio cautiously, using demand data to avoid SKU-level inventory complexity and expiry-related write-offs.

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